Abstract—the purpose of today business is not only the

national business, but also the international business through

e-business concept in particular e-travel contexts. E-travel is a

tourism activity that done automatically through electronic

technology and can be accessed from anywhere via its websites.

The current paper presents to develop the conceptual

framework of e-travel adoption model. Self-efficacy, trust and

actual use are identified as influencing factors of customer

satisfaction on e-travel. In this study, e-travel users as the

research object..This theoretical framework explains how self-

efficacy, trust and actual use affect the customer satisfaction on

e-travel. The finding of this theoretical framework is self-

efficacy, trust and use give positive impact to customer

satisfaction. The afterward research would exanimated

empirically using a survey method which employing PLS as a

SEM software of analysis technique.

Index Terms—Travel, website, self efficacy, customer

satisfaction.

I. INTRODUCTION

The new wave of change has been driven by the explosive

growth of the Internet. The Internet is an international

network of networks, all running TCP/IP (transmission

control protocol/internet protocol), connected through a

gateway and a router, and shares a common name and

address space. It is based on an open architecture, and there

is to facilitate resource sharing and collaboration among

anyone, anywhere, at any time, which has connectivity.

The development of internet has change the world

dramatically. By internet all of people in the world can

search about the information that they want. One of the

industries that have been directly affected by internet is

tourism industry. In term of adopting and developing ICT

applications, the tourism sector has become pioneer and as

the top product or service categories that purchased through

the internet stated by Garin-Munoz and Perez-Amaral [1].

With the rapidly increasing the popularity of internet , the

travel website has been one of the most frequently visited by

travel planners to get an online information stated by Choi,

Lehto & Oleary [2].According to Roney & Ozturan, internet

leading the innovation of business into a new era in the field

of communication and changing transaction business

systems. The market of products and services in the tourism

industry relies heavily on information and has a highly

segmented structure [3].

Tourism is an information intense industry stated by

Manuscript received May 29, 2014; revised July 23, 2014.

The authors are with Andalas University, Limau Manih Padang,

Indonesia 25162 (e-mail: joshua.nikos@aiesec.net,

verapujani@yahoo.co.id).

Wethner & Klein [4], therefore it is important to understand

the changes in technologies and consumer behavior that

influence the distribution and accessibility of travel related

information. Tourism has been recognized as an

information-based and information-intensive industry that‟s

suited to information and communication technologies

(ICTs). According to Davidson, over last 10 years, there has

been an increase in research concentrating on the internet

and small tourism enterprise. Tourism has long been the

most one important components of the online commerce

world, that has impact profoundly changed the structure of

the industry. The role of online travel in increasingly

gaining importance in today‟s travel and tourism industry. A

travel industry without online travel or travel agents is quite

unthinkable as it would result chaos and disruption in the

industry [5]

Padang city, one of cities in Indonesia, that located in

Sumatera Island which is in West Sumatera has potential

tourism that tourist can visit. There is several beautiful

tourism that tourist can visit which are several beaches and

Padang is also famous as city of culinary. But since five

years ago Padang has suffered several earthquakes and the

biggest one happened on September, 30th 2009, because of

that, Padang‟s tourism was collapsed. Not only from the

national tourist but the international tourist also decided not

to travel to Padang for a while.

How the factors of self-efficacy, trust and actual use

influence customer satisfaction on E-travel website?

This paper is organized as follows. In the beginning, the

review self-efficacy, trust, actual use and customer

satisfaction are presented. The research hypoyhesis are

proposed and continued by research methodology and

results to answer the research questions. In the last section,

the conclusion and implication are discussed.

II. LITERATURE REVIEW

A. Self-Efficacy

Self-efficacy refers to beliefs, expectation and self

confidence that having by individual in their capability to

perform a task [6]. According to Schwarzer, Mueller and

Greenglass, these beliefs has related with optimistic

behavior for being able to solve any varieties of challenging

situation or task [7]. Self efficacy has been shown about the

influence choice of whether to involve in a task, the effort

that exposed to perform something and the persistence to

accomplish something [8]. People with high or strong sense

of efficacy are tending to more likely challenge themselves

with difficult tasks and can motivate themselves

intrinsically. This person will be brought high levels of

effort in order to fulfill their commitments and they are

Customer Satisfaction in Using e-Travel: The Role of Self

Efficacy, Trust, and Use

Nikos Joshua H. S. and Vera Pujani

International Journal of Trade, Economics and Finance, Vol. 5, No. 5, October 2014

459DOI: 10.7763/IJTEF.2014.V5.416

more likely solving their problem by themselves than

blaming the external factors. But people with low of self

efficacy are tending to avoid the challenges and believe that

difficult tasks and situation are beyond their capabilities.

Self efficacy has related with the judgments of what one can

do with whatever skills that they have [9]. The main idea of

self efficacy is that the personal belief one has one‟s self is

the basis of actions by individual [9].

Self Efficacy is another construct that would appear to

hold as an important external factor of TAM. According to

Pedersen, in the context of technology adoption, self

efficacy can be viewed as an individual‟s self confidence in

the ability to use an innovation to achieve a desired behavior

[10]. Self efficacy should play an important role in high

adoption of technology because consumers with higher self

efficacy with respect to product would be expected to

develop more positive attitudes towards it. Self efficacy on

computer usage and in the context of management

information system (MIS), confirm its influence on user‟s

acceptance of technology [11]. Compeau and Higgins

developed and tested a measurement of computer self

efficacy, their research examined about the relationship

between self efficacy, the environment and IT usage [12].

According to Compeau and Higgins, research showed that

self efficacy as a mediator between environmental variables

and outcomes expectations as well as actual usage [12].

According to Bandura, there are four major sources of

self efficacy. First, Mastery Experiences; performing a task

successfully will impact to strengthens the sense of self

efficacy. However, unsuccessfully task or challenge can

undermine and weaken self efficacy [13]. Second, Social

modeling, by seeing people around you completing their

task successfully is impact to increase the sources of self

efficacy [13]. Third, Social persuasion- people could be

persuaded to believe that they have their own skills and

capabilities to be succeed. When someone said something

positively and motivating us, it will be helped you to

achieve a particular goals Getting verbal encouragement

from others helps people to reduce their self-doubt and

instead of focusing on giving the task on hand with the best

effort [13]. Fourth, psychological responses- the feeling of

person about their personal abilities in some situation can be

predicted by moods, emotional states, physical reactions and

stress level

B. Actual Use

A strong productivity orientation typically will

characterize as technology adoption (usage) decisions [14].

In TAM, similar to TRA, a belief‟s of individual will

determine the attitude toward using the system and, then

intention to develop to use the system [14]. So, this intention

influences the decision of actual system usage. Studies by

Davis, Bagozzi and Warshaw, TAM is the proficient of

explaining users behavior crossways of a broad range of end

user computing technologies, alongside both parsimonious

and hypothetically justified [15].

The use of E-travel is the activities that user has decided

to use the website to search something about travel itself. By

using E-travel, the user can be easy to know more about

what they are going to find in the website because all of

things about travel will be on it.

Actual system refers to („how often‟) and the volume of

system use („how much‟) by the user [14]. Davis asserts that

one‟s behavioral intention influences actual system usage.

Technology Acceptance Model (TAM) has earlier

postulated that two beliefs, known as the perceived

usefulness and perceived ease of use, determine the attitudes

of people toward using a particular system and such attitude

together with PU and then will determine use intention and

furthermore, this would lead to the actual use of the system

[14].

C. Trust

As in defining trust, there is no agreed description of how

trust is determined. Studies by Jones and George, argue that

people‟s values, attitudes, moods and emotions interact will

help the initiation, growth and evolution of trust [16]. Trust

is also the willingness of a party to believe others party

action based on the expectation that they will perform a

particular action properly, irrespective of the ability to

monitor or control the other party [17]. Trust is crucial

factor in affecting relationship commitment and customer

loyalty. By affecting the customer‟s perception of agreeing

in values with service provider, trust influences the loyalty

and such value agreeing is related to the customer‟s

satisfaction and loyalty significantly. Trust as an element of

customer loyalty has an influence on building customer

loyalty [18].

According to Garbarino and Johnson, trust is the most

widely examined and confirmed constructs in the

relationship marketing research. Trust commonly discussed

that have-related with behavioral intentions in E-commerce

include sharing personal information, making a one time or

repeating purchase, or acting on information provided by an

e-vendor [19]. In consonance with the definition of trust

adopted by Gefen , this study defines trust is a set of specific

beliefs dealing with integrity- trustee honesty and promise

keeping- a trustor believe that a trustee makes good faith

agreements, tells the truth, acts ethically, and fulfills

promises. Benevolence- is the extent to which a trustee is

believed want to do good a trustor . Competence – ability of

trustee to do what trustor needs [20]. Mcknight and

Chervany presented other characteristic, predictability. Trust

must go beyond predictability because one does not trust the

other party who is highly predictability it will able to ignore

the others need and act based in self interested fashion [21].

D. Customer Satisfaction

During the last four decades, satisfaction as one of has

been considered the most crucial theoretical as well as

practical issues for most marketers and customer researchers

[22]. Satisfaction is response of emotional from customer

when evaluating the expectation about the service with the

actual performance perceptions. Satisfaction is important to

the individual consumer because it reflects a positive

outcome from the outlay of scarce resources and/or the

fulfillment of unmet needs [23]. By having well in customer

satisfaction it means that the business already success to

fulfill the customer‟s need and it means the company have a

good in research and segmenting the market. Studies by

Roberts-Lombard define customer satisfaction as the degree

to which performance of business‟s product or service

matches up to the expectation of customer [24]. A higher

International Journal of Trade, Economics and Finance, Vol. 5, No. 5, October 2014

460

level of customer satisfaction is tending to increase the

customer loyalty, reducing price elasticity, insulating current

market share from competitors, lower transaction costs,

reducing the costs of failure and attracting new customers

and develop image of organization in the marketplace [25].

Finally, five hypothesis are developed for this research.

Hypothesis 1: Self efficacy influence use of E-travel

website

Hypothesis 2: The use if website influence trust in using

E-travel website

Hypothesis 3: The use of website influence customer

satisfaction in using E-travel website

Hypothesis 4: Trust influence customer satsifaction in

using E-travel website.

III. RESEARCH METHODOLOGY

In this research will use quantitative research model

which will exam the relationship among the variables.

Quantitative research design had been selected in order to

find out the appropriate answers to the research questions

and to test the hypotheses [26].

Population refers to the entire group of people, events, or

things of interest that the researcher wishes to investigate

[26]. The population of this research is all customers in the

two travel agent, they are Pelangi Holiday and Padang Indah

Tour, Padang, West Sumatera.

IV. RESULT

Questionnaires were distributed via online. The

respondent taken from the travel agent information, where

they are the customers of the travel agent. And also, we

distributed the questionnaires to the people who ever open

the travel agent website.

This research use PLS software to test the instrument

validity of indicators in every variable that used. The result

of validity test is based on convergent validity and

discriminant validity, where the indicator measured from the

value of outer loading thorugh algorithm process. The

indicators will be stated as valid if the value of outer loading

more than 0.70. but, for loading 0.50-0.70 still can be

accepted as long as the value of AVE and communality

more than 0.50 [27].

A. Validity Test

After collecting the data, the first thing that is done is

testing the validity or validity test. The researcher used

smartPLS 2.0 in order to test the validity of each indicators

of each variable. To measure the validity of data, the

researcher considers the evaluation based on convergent

validity and discriminant validity. Convergent validity is

examining whether the indicators of each variable definitely

measure its variables. It means convergent validity is

measured based on correlation between score item and

indicators (component score) with construct score.

This test is done by measuring the value of outer loading

through algorithm process. The indicators will be valid if the

value of outer loading is above 0.7. However, if the value of

outer loading is higher than 0.5 and less than 0.7, it is still

accepted as long as the value of AVE and Communality is

higher than 0.5 [28]. In this study, the indicator which has

less than 0.5 outer loading value will be removed and re-

estimate will be done. The Table 4.17 is the result of data

processing by using smartPLS 2.0. This Table I shows the

value of outer loading of self efficacy, trust, the use of E-

travel and customer satisfaction.

TABLE I: OUTER MODEL

Customer

Satisfaction

Self

Efficacy Trust Use

Ave Composite

Reliability

SE1 0,414533 0,733691 0,438596 0,592625

SE10 0,534178 0,749959 0,495613 0,577266

SE11 0,486682 0,816865 0,411252 0,537563

SE12 0,420733 0,755892 0,411874 0,500523

SE2 0,407879 0,772325 0,463333 0,534006

SE3 0,378049 0,668531 0,366296 0,550718 0,566142 0,923414

SE4 0,397787 0,772209 0,395894 0,595069

SE5 0,450593 0,767645 0,503783 0,484543

SE6 0,499734 0,809708 0,481056 0,482613

SE7 0,443866 0,761050 0,429580 0,498464

SE8 0,450260 0,727311 0,487130 0,517842

SE9 0,441937 0,679343 0,427477 0,428093

ST1 0,874795 0,527603 0,694489 0,467027

ST2 0,922313 0,528076 0,673037 0,512327 0,800841 0,923414

ST3 0,886903 0,526851 0,696227 0,457379

TR1 0,521284 0,465779 0,735850 0,426949

TR2 0,647053 0,436891 0,812876 0,422329 0,638182 0,875635

TR3 0,557499 0,475884 0,818065 0,419823

TR4 0,709996 0,500651 0,825383 0,447192

USE1 0,389711 0,529842 0,288867 0,585540

USE2 0,391416 0,549113 0,410929 0,801303 0,552125 0,829334

USE3 0,435295 0,525085 0,428460 0,804106

USE4 0,368541 0,483795 0,455917 0,759585

SE= Self Efficacy, ST=Customer Satisfaction, TR=Trust, USE=Actual Use

B. Reability Test

Reliability test is done to find out the extent of the

measurement tools have the accuracy and precision of

measurement that are consistent over time. Reliability

instrument on these research is determined from the value of

composite reliability for each block of indicators on

reflective invalid constructs. Rule of thumb value for

cronbach's alpha and composite reliability must be greater

than 0.7, 0.6 value though still acceptable [28]. The value of

composite reliability can be seen in table I above.

V. CONCLUSION

This research has some implications for improving the

understanding related with the relationship among self

efficacy, trust and the use of e-travel website toward

customer satisfaction. From the result, it proved all

hypotheses in this research are accepted and the result

supports the previous studies which are conducted by some

researchers related with variable used in this research.

Using e-travel website will help travel agents to promote

and offer their product easier to the customers. The more

International Journal of Trade, Economics and Finance, Vol. 5, No. 5, October 2014

461

travel agents concern with the effectiveness of their travel

website the more customers will use the website. In this

research researcher found the self efficacy from user has

significant influence to trust of user and trust of users has

significant influence to the use of e-travel website and also

the trust and use of e-travel website has significant effects to

customer satisfaction.

APPENDIX

Items Statement

SE1 I am able to fill out a form online at the website travel

SE2 I am able to open the page (links) available on the website of

travel

SE3 I am able to send e-mail through the website travel

SE4 I am able to communicate through the website travel

SE5 I am able to access things like travel website

SE6 I am confident with my ability to use the website travel

SE7 I am sure to use travel websites although there is nothing to

teach

SE8 I am sure I could solve the problem when using travel Web site

SE9 I am sure to use travel website though never used it

SE10 I am sure I can get information on travel website

SE11 I have the skills needed to use a travel website

SE12 I have the ability to get information on travel website

USE1 I use travel websites to get information on tourism

USE2 I use travel websites to get service (customer service)

USE3 I make an order through the travel website

USE4 I make payments through the travel website

TR1 Travel Websites are not only looking for profit

TR2 Travel Websites very care with customer

TR3 Travel Website can be trusted/reliable

TR4 Travel Websites can be predicted (expected)

ST1 I am pretty satisfied with the travel website

ST2 Travel Websites are already quite successful

ST3 Travel Websites are in accordance with my expectations

ACKNOWLEDGMENT

The authors are grateful to University of Andalas,

Indonesia and Minister of Indonesian Higher Education

(Dikti-DP2M) for giving the financial support of this

research as International Research Collaboration grant and

scientific Publication 2012 and 2013.

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Nikos Joshua was born in Padang on November 9, 1992.

He is an eight semester student at the Management

Department in International Program, Economics Faculty

of Andalas University, West Sumatera, Indonesia.

Nikos Joshua had internship to Philippine for

environment project in 2011 and also went to Poland for

internship about education, children and cultural project

in 2013 and now working as a congress committee

president of International Conference in Padang, West Sumatera which

named GLS (Global Lead Summit), was in charged in National Supporting

Team for AIESEC Hungary, AIESEC is International organization that run

by college student and exist in 124 countries in entire world.

Vera Pujani is a senior lecturer in Economic Faculty,

Andalas University. She finished her bachelor degree on

management in Andalas University, Indonesia in 1993,

she got the master degree at Management of Technology

in Universiti Technologi Malaysia in 1997 and doctoral

degree at e-commerce in Southern Cross University,

Australia in 2008.

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